Visit Milwaukee Annual Report 2020

ANNUAL REPORT 2020 Tourism is Vital to Milwaukee's Future

CONTENTS 2

Letter from Peggy Williams-Smith, President & CEO

4

Letter from Omar Shaikh, Board Chair

6

Mission

8

In Gratitude to Our Partners

10

VISIT Milwaukee 2020: By-the-Numbers

12

Reimagining Destination Sales & Marketing for Pandemic Times

16

Milwaukee’s COVID Response

19

Keeping Milwaukee on the Global Stage

24

Milwaukee’s Economic Resilience & Pandemic Recovery

27 Financials 28

Leadership

VISIT MILWAUKEE | 1

A MESSAGE FROM

THE PRESIDENT & CEO

Dear Partners, Without question, 2020 was a year we hope to never repeat.

What was anticipated to be one of the highest impact travel and tourism years on record for Milwaukee ended up being something entirely different due to the COVID-19 pandemic.

2 | ANNUAL REPORT 2020

Exterior rendering of the Wisconsin Center Convention expansion

Despite it all, I am filled with gratitude,

We have an ambitious plan to bring record

optimism and energy for our community and

levels of travel and tourism business back to

all that lies ahead. VISIT Milwaukee is led by

our region. Even though it will take time, we

a skilled and experience-obsessed destination

are purposeful in our approach to:

sales and marketing team who every day are creating exciting new ways to market our

� Promote the region as an ideal

region on a national and international scale.

four-season destination to drive

I am so grateful to be part of this team, and

short-term hotel bookings.

to work with our nearly 600 partners and

� Drive longer-term convention

our broader community who individually and

and meeting bookings to fill the

collectively make Milwaukee shine.

Wisconsin Center.

We were on an incredible runway coming

� Elevate the diverse and culturally

out of 2019, with over 29 million visitors

appealing aspects of our community

bringing a total of $5.9 billion into the

so all businesses can benefit from our

Greater Milwaukee area (up 3.5 percent over

tourism economy.

2018) and supporting 53,200 full-time jobs.

Although the pandemic was difficult for

I love Milwaukee. I was born here, went to

everyone, there is no doubt the impact on

school here, and built my over 30-year career

our tourism and hospitality industry was

here. It is an honor of a lifetime to lead this

devastating. More than a quarter of those jobs

mighty organization. As I do, I am especially

were lost. Visitor spending was down 37%.

grateful to our board of directors for their

State and local taxes from tourism

guidance and support always, but especially

were down 37%.

this past year. Soon we will celebrate the

EVEN A PANDEMIC CANNOT ERASE THE HEART AND SOUL OF THIS CIT Y OR ITS PEOPLE. But even a pandemic cannot erase the heart

incredible contributions of Omar Shaikh to

and soul of this city or its people. While travel

VISIT Milwaukee as he retires as chair of our

and tourism took a blow, we are on our way

board of directors after five years of service.

to brighter days. I am abundantly optimistic

He is arguably one of – if not the – biggest

that vaccine progress coupled with loosening

advocates for this city, infusing everything

restrictions will spur more visitors and locals

he does with positivity, ingenuity and

alike to get out and enjoy all Milwaukee has

inclusiveness. Thank you, Omar.

to offer for a night, a weekend or longer. We

And thank you to our team and our

are already seeing this happen, with new

partners. I look forward to seeing all of you

flights coming to the market, increased hotel

soon in our bustling hotel lobbies, full theater

occupancy and improving restaurant trends.

houses, booked restaurants, lively music

Our partnerships with Travel Wisconsin

festivals and rowdy sports events.

and the Wisconsin Center District continue to strengthen, with each organization playing unique and vital roles to our region’s success.

The Wisconsin Center expansion will be a strategic asset as we market Milwaukee as one of the United States’ most modern and desirable meeting and convention destinations. I cannot wait until we break

Sincerely,

ground on this transformative development

Peggy Williams-Smith

for our city.

VISIT MILWAUKEE | 3

A MESSAGE FROM

THE BOARD CHAIR ➞

DEAR PARTNERS,

Even though 2020 felt at times like a gut punch on repeat, we are on our way to recovery. The resilience, heart, innovation and collaboration demonstrated by our partners and the entire community during the COVID-19 pandemic was truly something.

I am so proud to be a Milwaukeean.

As chairman of VISIT Milwaukee for the past five years, and a board member for five years, I have had a front row seat to the vision and work that is driving our community forward. Thanks to the time, effort and investment of so many, Milwaukee is in the conversation in new and bigger ways.

Foodies, suits, sports nuts, creatives, nature enthusiasts, watersports afficionados, beer connoisseurs, explorers, dreamers, thinkers… there is more than something for everyone in Milwaukee.

And that’s the key: everyone. Core to our strategy at VISIT Milwaukee is ensuring our

venues all took a devastating hit during the

robust tourism economy benefits our whole

pandemic. Just as quickly as VISIT Milwaukee

community. From the largest hotel and most

pivoted to ensure as many of those survived

prominent restaurant to the artisanal coffee

as possible, we now turn back to the work of

shop and neighborhood gallery, our success

helping our partners and region thrive.

requires an intentional strategy to drive

I am immensely grateful to this community.

opportunity for all who make our city and

You make me a more empathetic leader.

region so exciting.

You inspire me with your ingenuity.

As we work to elevate Milwaukee as a

You challenge me to build a better, more

destination and book larger and more frequent

inclusive Milwaukee. And though our work

group and convention business, the expansion

is never done, I am proud of all that we have

of the Wisconsin Center will be a game

accomplished together. As my tenure on the

changer. With increased meeting spaces, a new

VISIT Milwaukee board ends, you can trust

ballroom, dining amenities, enhanced parking

that I will remain an active partner through

and infrastructure, the expansion effectively

my businesses and an ardent supporter

doubles the square footage of the Wisconsin

through my voice and actions.

Center. And, it will generate meaningful economic development, with the expansion

With gratitude,

projected to generate $12.6 billion in spending

Omar Shaikh

over the next 30 years.

It has been humbling to work alongside my fellow board members, partners and the VISIT Milwaukee team during my time as chairman.

But I have never been prouder than during the past year as the team stood as a forceful advocate for the businesses and people who drive our travel and tourism economy. Hotels, restaurants, bars, entertainment and cultural 4 | ANNUAL REPORT 2020

"VISIT Milwaukee is a best-in-class category winner in my mind.

I constantly hear what an amazing job our convention and visitors bureau does compared to others across the United States.

Thank you to VISIT for hunkering down and leading a team and city to find solutions in a very difficult climate."

TARA WURTZ, DIRECTOR OF SALES AND MARKETING CAMBRIA HOTEL MILWAUKEE DOWNTOWN

VISIT MILWAUKEE | 5

MISSION THE HEALTH OF OUR COMMUNITY DEPENDS UPON A STRONG TOURISM ECONOMY.

6 | ANNUAL REPORT 2020

VISIT Milwaukee’s mission is to increase the economic impact of tourism for all people in the Greater Milwaukee area. Through sales, paid advertising and earned media, VISIT Milwaukee promotes the region as a premier destination for business and leisure travel.

We are the only local organization solely dedicated to marketing Milwaukee on a national and international scale. When meeting planners and travelers are determining their next destination, VISIT Milwaukee makes our city shine and showcases the very best of our community.

Tourism is vital to the success and quality of life for our entire community…and our future.

VISIT MILWAUKEE | 7

IN GRATITUDE

TO OUR PARTNERS ➞

NEARLY 600 PARTNERS, including hotels/motels,

We also wanted to acknowledge the perseverance of Potawatomi

restaurants, attractions and businesses rely on VISIT Milwaukee

Hotel & Casino and thank them for their continued sponsorship

to grow their business and contribute to the broader economic

of VISIT Milwaukee during the pandemic. Confronted with a

development of our city and region.

prolonged closure that lasted nearly four months, 2020 was

No question, our partners are the lifeblood of our community.

a devastating year for one of Milwaukee’s largest hospitality

In an exceptionally challenging 2020, our partners made incredible

employers. As one our largest strategic partners, we stand in

sacrifices and all went above and beyond to ensure Milwaukee

solidarity with Potawatomi Hotel & Casino and remain

remains a vibrant place where people want to visit, work and live.

committed as ever to marketing it as one of Milwaukee’s premier

We especially want to thank and recognize our hotel partners.

tourism destinations.

Faced with new and evolving health and safety standards along

In this report, you’ll hear from several partners about the

with staffing and supply chain challenges, their commitment to

challenges faced in 2020 and how their relationship with VISIT

delivering an outstanding guest experience never wavered. And

Milwaukee was essential to weathering the economic storm of

as VISIT Milwaukee rebooked meetings and events for 2021 and

COVID-19. We remain grateful to all of VISIT Milwaukee’s partners

beyond, our hotel partners were flexible, accommodating,

for their passion, generosity, leadership and fierce collaboration.

and essential to getting our region on a path to recovery.

REGIONAL

S TR ATE G I C WAUW A TOSA

xxx

IN GOD WE TRUST

CO R P O R ATE

8 | ANNUAL REPORT 2020

VISIT MILWAUKEE | 9

VISIT MILWAUKEE

2020 BY-THE-NUMBERS There’s no denying the devastating impact of the COVID-19 pandemic on Milwaukee’s tourism, hospitality and lodging industries. VISIT Milwaukee has been vital to moving Milwaukee forward and jumpstarting the region’s hospitality economy.

PA N D EM I C ’ S I M PA CT O N TO U R I S M I N G R EATE R MILWA UKE E A RE A DIREC T VIS ITOR S PENDING TOTALED $2 .081 BILLION TOURISM SUPPORTED

39,653 JOBS

DOWN 26% *

$1.5 BILLION

STATE AND LOCAL TAXES GENERATED $271.9 MILLION FROM TOURISM

LABOR INCOME FROM TOURISM

TOTAL BUSINESS SALES BECAUSE OF TOURISM TOTALED $4.395 BILLION DO W N 2 6 %*

DOWN 30% *

E F F O R TS TO G U I D E R E C O V E RY, S AV E L O C A L BUS INE S S E V E NTS CA NC E L E D

MEETINGS CANCELED

MEETINGS REBOOKED

31

151

60%

10 | ANNUAL REPORT 2020

DO WN 37%*

CREATED

5

CAMPAIGNS TO DRIVE LOCAL SPENDING

76%

VISIT MILWAUKEE PARTNER RETENTION IN 2020

*Year-over-year

“VISIT MILWAUKEE PROVIDED SUPPORT AS AN EXTENSION OF OUR SALES TEAM, PARTNERING ON HOTEL TOURS, MAKING INTRODUCTIONS TO MEETING PLANNERS AND ENSURING OUR MARKETING EFFORTS ON BEHALF OF ELDR+RIME AND THE RENAISSANCE WERE SHARED THROUGH VISIT’S SOCIAL CHANNELS.” Chantal Boncher, Director of Sales and Marketing Renaissance Milwaukee West

VISIT MILWAUKEE | 11

VITAL TO…

REIMAGINING DESTINATION SALES & MARKETING FOR PANDEMIC TIMES

➞

WHEN TRAVEL BUSINESS AND

$2.5 billion into Wisconsin’s economy,

leisure travel came to a halt in March 2020,

including $821 million in restaurant spending

VISIT Milwaukee pivoted and found innovative

and nearly $264 million on lodging.

ways to market the destination and keep partners front and center – and viable for

COLLABORATING WITH PARTNERS

the future.

TO DRIVE HOTEL BOOKINGS

VISIT Milwaukee worked with hotel partners

CAMPAIGNS TO SUPPORT LOCAL

to drive room bookings during the pandemic.

SPENDING & SAVE OUR INSTITUTIONS

This included unique hotel packages, dedicated

The strategic focus of VISIT Milwaukee’s

landing pages, social content and marketing

recent marketing campaigns (Season of

dollars. These types of campaigns helped

Giving, Giving Fest, Milwaukee Hotel Month,

generate over 7,300 hotel bookings in 2020,

Bring It Home) were to drive local spending

keeping Milwaukee’s hotels alive during a

at area hotels, restaurants and businesses.

period of unprecedented downturn. VISIT

According to Longwoods International, local

Milwaukee also connected hotels with city

spending - which was encouraged in the

leaders who sought to provide housing and

campaigns - helped keep many hospitality

linens for the homeless, a program that

businesses afloat. In 2020, local spending from

successfully kept many from sleeping on

both visitors and Milwaukeeans infused

the streets.

12 | ANNUAL REPORT 2020

A Hoan Bridge light show celebrated Giving Fest's finale and over 100 events that gave back to the city.

SHOWCASING MILWAUKEE DURING

STRATEGICALLY POSITIONING

NATIONAL CONVENTION (DNC)

DESTINATION

AN ALL-VIRTUAL DEMOCRATIC

MILWAUKEE AS A SPORTS

The DNC presented a marquee opportunity to

Sports-related events and travel are returning

feature Milwaukee as a premier destination to

faster compared to other segments.

political influencers, delegates, media, corporate

To continue strategically positioning

sponsors, meeting planners and beyond. When it

Milwaukee as a sports destination, VISIT

became clear the DNC would be moving virtual,

Milwaukee established Sports Milwaukee to

VISIT Milwaukee devised a robust strategic

bring even more major professional, amateur

marketing activation to bring the city to DNC

and youth sports events to the region. In just

attendees virtually. From 32 brand new videos

the first four months of 2021, sports tourism

to hundreds of customized gift boxes, engaging

has generated over $8 million in economic

social media content, earned media pitches and

impact for the city.

beyond, Milwaukee remained in the public eye

leading up to and during the DNC.

The Wisconsin Center hosted Wisconsin Junior Volleyball, the first post-pandemic sports event.

200+ MILLION PAID MEDIA IMPRESSIONS

4.5 MILLION

VISITORS TO VISITMILWAUKEE.ORG SINCE 2018

3 ,5 4 9 HOT E L RE F E RRA L S FR OM VISITMILWAU KEE. OR G IN 2020

523 MILLION EARNED MEDIA IMPRESSIONS GARNERED DURING THE DNC

VISIT MILWAUKEE | 13

“USA FENCING HAS HAD THE PLEASURE OF HOLDING SUCCESSFUL EVENTS IN MILWAUKEE OVER MULTIPLE YEARS. WE HAVE PARTNERED WITH VARIOUS COMMUNITY GROUPS TO PROVIDE AN OPPORTUNITY FOR MILWAUKEE RESIDENTS TO EXPERIENCE THE SPORT OF FENCING, AND THE SUCCESS OF OUR COMPETITIONS IS DUE TO THE VALUABLE LONG-TERM PARTNERSHIP BETWEEN VISIT MILWAUKEE AND USA FENCING.” Christine Simmons, Senior Director of Sports Operations, USA Fencing

14 | ANNUAL REPORT 2020

“The team at Versiti is extremely grateful for the ongoing generosity of VISIT Milwaukee and its many members. When VISIT Milwaukee learned of the need for blood donations through joint partner Advocate Aurora Health Care, VISIT Milwaukee immediately stepped forward to help – and in a very big way – with the creation of its Hospitality Heroes program. Thanks to VISIT Milwaukee and its members, in 2020 alone, Versiti was able to collect more than 1,100 units of blood, positively impacting the lives of more than 3,000 people in our community.”

TARA BLAESING, REGIONAL MANAGER, DONOR RECRUITMENT, VERSITI BLOOD CENTER OF WISCONSIN

VISIT MILWAUKEE | 15

VITAL TO…

MILWAUKEE’S COVID RESPONSE ➞

GIVEN VISIT MILWAUKEE’S REACH

VISIT Milwaukee’s dedicated coronavirus

and mission, we were a vital part of the

website provided a regularly updated list of

region’s COVID response, advocating for

businesses open, health and safety precautions

the hospitality industry, supporting local

being undertaken by the hospitality industry,

businesses and equipping the community with

FAQs for meeting planners and travelers and

critical health and safety information.

more – all of which positioned Milwaukee

as a destination committed to public health

PRESERVING MILWAUKEE’S

and safety.

TOURISM ECOSYSTEM

When the pandemic hit, VISIT Milwaukee’s

SUPPORTING HOSPITALITY WORKERS

priority was ensuring Milwaukee’s hotels,

Milwaukee’s hospitality workers were

restaurants, attractions, meeting venues

among the hardest hit by the pandemic.

and more were viable post-pandemic.

VISIT Milwaukee’s COVID website connected

VISIT Milwaukee secured a $500,000 Travel

unemployed hospitality workers with job

Wisconsin COVID grant which has been

opportunities in the area, including full-

dedicated to advertising Milwaukee as a

time, part-time, same-day/on-demand gigs

premier meetings and convention destination

and more. VISIT Milwaukee also distributed

and a perfect place to take a vacation. We also

50,000 masks around the community and

connected our partners with critical financial

has invested nearly six figures in campaigns

relief information, including grants for movie

supporting the vaccination roll out.

VISIT MILWAUKEE SECURED A $500,000 TRAVEL WISCONSIN COVID GRANT theaters, hotels, live music and entertainment

STANDING WITH OUR COMMUNITY

venues and small businesses. Our $100,000

VISIT Milwaukee stood shoulder to shoulder

investments in campaigns such as Giving Fest

with our community, supporting essential

and Hotel Month provided direct funding to

workers and community healthcare providers.

local businesses and hotel partners.

Our First Responders Hotel Rates program

connected healthcare workers – many of

TRUSTED SOURCE FOR

whom were vulnerable to COVID exposure

COVID INFORMATION

and felt uncomfortable going home after

As the COVID situation evolved in Wisconsin,

shifts - with a comfortable and affordable

VISIT Milwaukee was the go-to source for

place to sleep. And, our Hospitality Heroes

information, especially for its partners.

Blood Drives provided healthcare providers

VISIT Milwaukee’s CEO Peggy Williams-Smith

with blood donations when the supply was at

participated in weekly public health task force

an all-time low.

meetings to fiercely advocate for partners and drive strong collaboration between the tourism industry and the Milwaukee Public Health Department. Critical updates from the task force were shared with partners through real-time email communications and weekly webinars.

16 | ANNUAL REPORT 2020

166,419

VISITS TO COVID SECTION OF VISIT WEBSITE

144

ARTICLES IN WHICH VISIT MILWAUKEE ADVOCATED FOR ADOPTION OF THE COVID VACCINE

73

TOTAL WEBINARS PRODUCED BY VISIT MILWAUKEE FEATURING COVID UPDATES AND RESEARCH

3,000

MILWAUKEEANS IMPACTED BY HOSPITALITY HEROES BLOOD DRIVES Top: Peggy Williams-Smith and Steve Baas speak to media at Citgo Mask Giveaway Left: Hospitality Heroes Blood Drive at The Cooperage Right: First Responders Lunch

VISIT MILWAUKEE | 17

18 | ANNUAL REPORT 2020

VITAL TO…

KEEPING MILWAUKEE ON THE GLOBAL STAGE ➞

PRE-PANDEMIC, Milwaukee was

media placements on Milwaukee in the last

enjoying a widely shared and revered reputation

three years, reaching millions of prospective

as one of the “coolest” cities in the U.S. VISIT

visitors across the globe.

Milwaukee is vital to ensuring the national

In 2021, VISIT Milwaukee will host the

conversation about our region stays strong

Society of American Travel Writers (SATW),

among leisure travelers and meeting planners.

one the largest and most prestigious travel

VISIT Milwaukee’s communications team

writer groups in North America. VISIT

is cultivating relationships with top-tier

Milwaukee is working with more than 100

press outlets such as CNN, New York Times,

local partners to show off the best of the

Condé Nast Traveler, Wall Street Journal along

city during the SATW convention, which is

with meeting industry trade media. From

estimated to generate upwards of 180 million

securing interviews to organizing customized

earned media impressions from potential

press visits to providing recommendations,

leisure and business travelers.

information and data, VISIT has secured 2,000

EARNED MEDIA IMPRESSIONS LEISURE

SINCE 2017

IN 2020

MEETINGS & CONVENTIONS

2.4 BILLION 78.4 MILLION 711 MILLION 9.9 MILLION

4 TRAVEL WRITER CONFERENCES HOSTED:

BRINGING 993 INDEPENDENT TRAVEL WRITERS SINCE 2015

250+ T RAVE L PRE SS VI SI T I NG I N 2021- 22

VISIT MILWAUKEE | 19

TOP MEDIA

HITS IN 2020

DESTINATION SPOTLIGHT: THE BIG BUZZ IN MILWAUKEE – MEETINGS TODAY, MARCH 2020

20 | ANNUAL REPORT 2020

25 BEST PLACES TO VISIT IN 2020 – FORBES, 12/ 19/2019

10 BEST BEER SCENES YOU SHOULD EXPERIENCE IN 2020 – USA TODAY 10 BEST, 12/30/2019

VISIT MILWAUKEE | 21

“VISIT Milwaukee has always been a valuable partner for us. Being a historic cocktail lounge that depends on outof-town visitors (but is located far away from the usual tourist attractions), it is vital that we get our story out to as many people as possible. VISIT Milwaukee helps us amplify our voice to tell our unique Milwaukee story to the world using print, social media and their connections to the world of food and travel writers.

During the Coronavirus pandemic, VISIT Milwaukee’s importance has was underscored as they became a partner and advocate for the hospitality industry in Milwaukee. Whether they were disseminating information or holding meetings with local authorities to gain a better understanding of regulations and best practices, VISIT Milwaukee has truly been on the front line helping to save our businesses and our industry.”

JOHN DYE, OWNER BRYANT’S COCKTAIL LOUNGE AND AT RANDOM

22 | ANNUAL REPORT 2020

“VISIT Milwaukee has been critical to Menomonee Valley Partners in leveraging our assets and attracting more visits to our growing tourism destination. This last year of the COVID pandemic really demonstrated what a crucial resource VISIT Milwaukee is for neighborhood organizations."

COREY ZETTS, EXECUTIVE DIRECTOR MENOMONEE VALLEY PARTNERS

VISIT MILWAUKEE | 23

VITAL TO…

MILWAUKEE’S ECONOMIC RESILIENCE & RECOVERY ➞

AS THE VACCINE ROLLOUT continues,

VISIT Milwaukee is well-positioned to capture and welcome returning leisure and group travelers. VISIT Milwaukee has a strategic roadmap in place to accelerate the region’s recovery, driving bookings and supporting local businesses and the community.

CAPTURE SHORT-TERM HOTEL BOOKINGS

According to Longwoods International, 88% of American travelers have plans to take a trip in the second half of 2021 and Destination Analysts reports that leisure travel could return to 2019 levels as early as 2022.

VISIT Milwaukee is continuing to promote the region as an ideal four-season destination with targeted content, advertising and promotions. For groups eager to reschedule their events, the VISIT Milwaukee sales team is working to rebook them as quickly as possible. To date, 106,842 rooms have already been rebooked for 2021-2022.

FILL EXPANDED WISCONSIN CENTER In 2020, Wisconsin Center District secured $419 million in funding for the much-anticipated expansion of the Wisconsin Center.

The convention center’s expansion

SUPPORT COMMUNITY,

completion is well-timed; experts like the

DIVERSITY & INCLUSION

American Hotel & Lodging Association predict

We know the more cohesive we are as a

business will begin to normalize in 2024.

community, the more attractive we are to

VISIT Milwaukee’s deeply experienced

meeting planners and association executives.

sales and marketing team is ready to fill the

VISIT Milwaukee is committed to not only

expanded center with meetings and events,

fostering a diverse, equitable, accessible

solidifying a strong pipeline of future

and inclusive environment within our

bookings and economic impact. To support

organization, but working to spread the

long-lead bookings, VISIT Milwaukee’s new

benefits of tourism to all people in Greater

meetings campaign positions Milwaukee as

Milwaukee area. We do this by telling

a bold, modern, innovative and experience-

the complete story of how wonderfully

obsessed meeting destination. And in 2021,

diverse our city is with our marketing and

VISIT Milwaukee’s sales team has resumed

communications, supporting our diverse-

attending in-person tradeshows and meeting

owned businesses and working to ensure our

with planners to promote the Wisconsin

partners reflect the demographic makeup of

Center expansion.

our city.

24 | ANNUAL REPORT 2020

The Unique Unites Ad Campaign showcases the Wisconsin Center Convention Expansion

118

FUTURE GROUPS/ CONVENTIONS BOOKED

151,507 ROOM BOOKING GOAL 2022-2026

56%

INCREASED MEETINGS & CONVENTION ADVERTISING BUDGET OVER 2019

VISIT MILWAUKEE | 25

26 | ANNUAL REPORT 2020

FINANCIALS ➞

VISIT MILWAUKEE OPERATES as a service to the

As travel ground to a halt in March 2020, the impact on the

community and exists to generate economic impact through travel.

hospitality industry was immediate and far-reaching. With

We are responsible stewards of the funds we receive from hotel

payments deferred and reduced funding resources down, we took

occupancy taxes, public funding, membership dues, program

measures to reduce overhead, staffing and operating costs without

revenue and more.

impacting our ability to stay competitive and focus on sales and

No question, 2020 was exceptionally challenging from a

marketing. Our total operating budget in 2020 was $6.4 million,

financial perspective. Direct visitor spending totaled $1.33 billion in

down 34% compared to 2019. Looking ahead, we are committed to

Milwaukee County, down 39.32% from 2019. And, state and local

investing in our tourism marketing while being fiscally responsible

taxes generated from tourism totaled $176.9 billion in Milwaukee

as the hospitality industry recovers.

County, down 32% from 2019.

2020 FUNDING ■ ■ ■ ■ ■

83.6% 6.4% 3.2% 6.1% 0.6%

Hotel Occupancy Taxes & Public Funding Partner Dues & Programs Program & Service Revenue Marketing Sponsors & Ad Sales Other

2020 SPENDING ■ ■ ■ ■ ■

83.5% 6.1% 3.7% 5.3% 1.2%

Convention Sales & Destination Marketing Communications Convention Services Administrative Partnership

VISIT MILWAUKEE | 27

LEADERSHIP

VISIT Milwaukee’s leadership team brings more than 80 years of combined tourism and hospitality experience, as well as strong involvement in community and industry organizations. Our team is well-regarded as among the best in the industry having received recognitions from Tempo Milwaukee, Milwaukee Business Journal, the Wisconsin Governor’s Council on Tourism and more.

SENIOR LEADERSHIP

Peggy Williams-Smith President & CEO

Megan Suardini Chief Marketing Officer

Brittany Korth Director of Event Experience

Claire Koenig Communications Director

28 | ANNUAL REPORT 2020

Leslie Johnson Vice President of Sales

Charlotte Hayslett Vice President of HR

Luis Ayala Vice President of Finance

Meg McKenna Partnership Director

SALES

Christina Fox Convention Sales Coordinator

Megan Husband National Account Executive

Lauren Hyps Associate Director of Sales

Erin Keedy National Account Executive

Connie Kopecky Account Executive

COMMUNICATIONS

Laura Lutter Cole National Account Executive

Marissa Werner Director of Sports Development

Michaela Beal Social Media Coordinator

John Blust Communications Coordinator

Cathy Kreiter Marketing Coordinator

Kathryn Lavey Senior Creative Manager

Alex Zimdars Graphic Designer

Lindsey McKee Communications & Group Tour Manager

Jake Meister Leisure Communications Manager

MARKETING

Mose Coffee Digital Marketing Manager

EVENT EXPERIENCE

Emily Boulden Event Experience Coordinator

Andrew Knuth Event Experience Manager

PARTNERSHIP

Tony Snell Visitor Experience Manager

Bryan Kubel Partnership Sales Manager

Ann-Marie Parker Staff Accountant

Der Vang HR Specialist

Maria Strand Partnership Coordinator

ADMINISTRATION & FINANCE

Ruthie Barrie Executive Assistant

Lesa Edwards Staff Accountant

VISIT MILWAUKEE | 29

BOARD OF DIRECTORS VISIT Milwaukee is guided by an increasingly diverse Board of Directors comprised of Milwaukee’s hospitality leaders, elected officials, community influencers and more.

We are grateful for their support and ongoing commitment to building a better Milwaukee.

OFFICERS

Omar Shaikh Chair SURG Restaurant Group

Dr. Eve M. Hall Incoming Chair Milwaukee Urban League

30 | ANNUAL REPORT 2020

Steve Baas Vice Chair Metropolitan Milwaukee Association of Commerce (MMAC)

Jim Villa Treasurer/Secretary National Association for Industrial & Office Parks (NAIOP)

Peggy Williams-Smith President & CEO VISIT Milwaukee

Luis Ayala Assistant Secretary VISIT Milwaukee

Rafael Acevedo City of Milwaukee

Danielle Bergner J. Jeffers & Co.

Kate Braasch Marquette University

Marty Brooks Wisconsin Center District

Kathy Causier Wauwatosa Common Council

Grady L. Crosby Johnson Controls

William J. Davidson Harley-Davidson Museum

Brian Dranzik Milwaukee Mitchell International Airport

Michael Evans Marcus Hotels & Resorts

Mark Flaherty Jackson Street Holdings

Kristine Hillmer Wisconsin Restaurant Association

Tracy Johnson Commercial Association of REALTORS® Wisconsin

James Kanter Central Standard Craft Distilling

Curt Kluth Saz's Hospitality Group

Lynda Kohler SHARP Literacy

Jeremy Lucas Milwaukee County Parks

Tom Malloy Potawatomi Hotel & Casino

Dennis McBride Mayor of Wauwatosa

Arlisia E. McHenry Milwaukee Common Council

Rose Murack Radisson Hotel Milwaukee West

Kevin Newell Royal Capital

Kathleen O’Leary Wisconsin State Fair Park

Jason Rae Wisconsin LGBT Chamber of Commerce

Gerard A. Randall, Jr. Milwaukee Partnership Academy

Maxx Rodriguez Milwaukee Brewers

Sarah Smith Pancheri Milwaukee World Festival, Inc.

Howard Snyder Northwest Side Community Development Co.

Beth Weirick Milwaukee Downtown, Bid 21

Melissa Weiss City of Wauwatosa,

Chuck Wikenhauser Milwaukee County Zoo

VISIT MILWAUKEE | 31

32 | ANNUAL REPORT 2020

VISIT MILWAUKEE | 33